McDonalds tagged posts

Unilever crowned top global advertiser and Coca-Cola top individual global brand in WARC League Table 2014

Unilever

Unilever is the smartest advertiser on the planet according to research carried out by global marketing intelligence agency WARC.

The top five global advertisers on the WARC advertiser rankings:

Warc global brand rankingsThe advertiser scores are derived from the brand owners’ performance in effectiveness and strategy in the previous 12 months.

Coke campaign

However, the world’s leading individual brand is Coca-Cola, according to the rankings for individual brands:

Warc top global brandsIn compiling the individual brand league table, WARC tracked more than 1700 winners in 75 different competitions. It assigned points based on the awards won and then weighted these points based on the competition’s rigour and prestige in the global industry according to its own analysis.

Louise Ainsworth, CEO, WARC explains: “These rankings show which companies ...

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Brand-Vandals1At the end of last year, a new book by Steve Earl and Stephen Waddington hit the shelves and caused a bit of a stir. Brand Vandals was a polemic about the dangers facing any organisation as it struggles to manage its reputation in the face of determined vandals out to destroy it on social media.

“Media has become a two-way weapon. Nobody can control it. It’s anarchy.”

Assuming you didn’t suffer nervous shock or call the emergency services after reading the first chapter, the book goes on to describe a world where luckless PR managers are fighting an ever losing battle against brand vandalism. At every twist and turn brand reputations lay shredded like coleslaw and devoured by baying, internet-frenzy mobs impervious to reason and from whom it’s impossible to hide.

OK, it was a bit...

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‘Brand Wars’ at Sochi Olympic Games 2014

Tapping over Apple logo at Sochi 2014So the question on most marketers’ lips at the half-way stage of the Sochi Winter Olympic Games 2014 is who’s winning brand gold and who’s coming last in the multi-million dollar sponsorship stakes?

Well, this picture sums up the problem, doesn’t it?

An Olympic Official at Sochi with duct tape sticking it over the Apple logo of the laptop belonging to Associated Press director of international video Mark Davies. As if this pretty innocuous indirect view of an Apple logo on this laptop justifies this type of treatment?

Well, it’s bonkers really but then you need to understand the reasoning behind this extreme form Olympic brand protection.

Non-Olympic partners such as Apple are considered to be in direct competition with the official Olympic sponsors at Sochi 2014, such as Samsung t...

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